SAN SALVADOR, EL SALVADOR – In 2021, U.S. rice exports to this country of 6.3 million hit a high of 86,000 MT. Exports fell off dramatically in 2022 to 30,000 MT, but are on the rise, and the country is a bright spot for U.S. rice exporters. Asiha Grigsby, USA Rice senior director of international promotion for the Western Hemisphere, spent this week on a trade servicing trip here to meet with key stakeholders across the rice industry, including importers, retailers, distributors, and USDA Foreign Agriculture Service (FAS) staff. The trip highlighted the strong relationships between the U.S. rice industry and the Salvadoran market, and underscored the importance of promoting U.S. rice in the region.
The USA Rice team first met with U.S. rice importers and retailers in San Salvador, the capital city, discussing current trends and opportunities to further strengthen the U.S. rice presence in the country. Grigsby emphasized the ongoing development of U.S. rice varieties to address quality concerns expressed by the Latin American market. She also highlighted the benefits of continuing to expand trade partnerships between the two countries.
The team later visited Sushi Itto, a popular fast-casual restaurant chain here, where they sampled rice-based sushi dishes made with Calrose rice from California. Restaurant owner Terésa de Saade traveled through U.S. rice country on a reverse trade mission last year, making stops in Tennessee, Arkansas, and Louisiana at the International Rice Festival. De Saade talked about her experiences on
Episode 81 of
The Rice Stuff podcast.
“Asian fusion cuisine has grown exponentially in popularity in El Salvador,” Grigsby said. “Sushi Itto partners with USA Rice and sources U.S. rice for their sushi rolls, just one example of the growing appreciation and demand for U.S. rice in diverse culinary applications.”
There were visits to grocery stores around San Salvador to experience in-store activities, which are an essential element of the “Piensa en Arroz” campaign in Central America. These USA Rice sponsored "Think Rice" promotions play a crucial role in increasing consumer awareness of U.S. rice and its benefits, helping drive sales and supporting the local market.
"The trip to El Salvador was incredibly productive," Grigsby said. "It is necessary to connect with our trade partners in person to see firsthand how our efforts are making a positive impact on the local market, and we’re excited to continue working closely with our Salvadoran partners to further promote U.S. rice in this region."
In 2023 El Salvador imported more than 44,000 metric tons of U.S. rice valued at $21 million.